Ronn Torossian Picture 5WPR

Might Makes Right: The United States military is a brand that could do better by addressing the problems it solves. Granted, the military faces an uphill battle because so much of the media is anti military. However, in other countries the military is a strong brand with positive public and media portrayal. We’re not passionately positive about the military in this country; it often seems as if the only stories we read about in terms of the military in this country are controversies, scandals, or mistakes made. Yes, the press is predisposed to (and very good at) highlighting hot-button issues like gays in the military and purported abuses on the battlefield and in POW camps, but does the military try hard enough to counter what are largely negative reports? How many positive military stories do you remember reading about recently; how many can you recall seeing on the news? How many military figures can you name? Only a couple may come to mind. David Petraeus? Norman Schwartzkopf? Who else can you even think of in less than 15 seconds?

Ronn Torossian “For Immediate Release” Book Excerpt

The military solves a problem and provides a solution to our security. Promote that solution through real people with whom everyone can indentify. The American military is the people’s military. It’s Jessica from New Hampshire, John from Florida, David from Wisconsin. Put those people on television and let them talk to the media. When it’s Thanksgiving, offer stations across the U.S. interviews with local heroes.” Obviously the young soldiers who make up the rank-and-file troops can’t and shouldn’t talk policy. They can, however, have a conversation about why they enlisted and what they do for the United

States. Once real military men and women become familiar on a personal level, even the most hardened reporter can’t help but be empathetic. Such a campaign would show the military solving problems that go beyond war and conflict (they help poor people all over the world, rebuild infrastructure domestically and in foreign lands, etc.). It would promote the idea of the military as an organization of your peers, fellow citizens and neighbors. In this respect, identifying a problem your business or brand can solve can also improve public perception of your business. That’s a win-win.

Next time you’re tempted to believe your mother’s (or anyone else’s) PR about you—stop and think about it before swallowing it whole. As Leif Garrett, the singer and former teen idol, astutely remarked, “Don’t believe your own publicity. You can’t; you’ll start thinking that you’re better than you are.” (Proving that you don’t have to be a Shakespearean actor to call it like you see it.) Even if it all happens to be true, getting caught up in the thrill of it all means you’ve taken your eye off the ball.

“For Immediate Release: For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” by Ronn Torossian of 5WPR is available for purchase at Amazon.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.